Consumer demand for holistic health solutions is shaping trends in functional nutrition. Discover how functional nutrition aligns with McKinsey’s wellness area, offering new innovation opportunities.
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Taste the Trends
Featured ContentHigh protein products have expanded beyond the shakes and bars loved by competitive athletes into mainstream food and beverages for all consumers. Dive into the newest wave of protein demands and occasions on the market.
Protein Myths & Truths - Bust the Myths, Unlock the Truths
Featured ContentSharing accurate nutritional information is important. It enhances consumers’ understanding and empowers them to make informed and healthy choices. Here, we dispel some common myths around protein.
CuroWhite®
Featured ContentAll the Benefits of Curcumin but White for Easier Manufacturing
Innovate your next workout recovery product with these essential performance recovery nutrients.
See the latest trends in bioactive ingredients for energy, weight management, and women’s life stage health—plus new opportunities for formulating with bioactives.
Top 5 Supplement Trends for 2025
InsightDiscover how the growing consumer focus on self-care shapes the 2025 supplement trends—and learn ways to align your offerings with the demand for self-care supplements.
Here's a look at what’s in store for the 2024 US sports nutrition market, plus key trends and opportunities—like weight loss-positioned products and cleaner pre-workout energy drinks.
Strong consumer interest in boosting hydration is creating new opportunities in electrolyte products. Explore the science of electrolytes for recovery—plus innovative product strategies.